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Draft syllabus _____________________________________________________________2014-15

JAWAHARLAL NEHRU TECHNOLOGIAL UNIVERSITY ANANTAPUR

Course Structure and Detailed Syllabi (2014-15 onwards)

Master of Business Administration

MBA Semester – III

S.

No

Course

code Subject Th Lab/Study Credits

1. 14E00301 Business Ethics and Corporate

Governance

4 - 4

2. 14E00302 Legal Aspects of Business 4 - 4

3. 14E00303 Entrepreneurship Development 4 - 4

4.

14E00304

14E00305

14E00306

14E00307

Elective I

Management Control System

Product and Brand Management

Human Resource planning

e-Business

4 - 4

5.

14E00308

14E00309

14E00310

14E00311

Elective II

Financial Institutions, Markets and

Services

Customer Relationship Management

Training and Development

Supply Chain Management

4 - 4

6.

14E00312

14E00313

14E00314

14E00315

Elective III

Investment and Portfolio Management

Sales and Distribution Management

Performance Management

Enterprise Resource Planning

4 - 4

7.

14E00316

14E00317

14E00318

14E00319

Elective IV

Risk Management and Insurance

Advertising and sales Promotion

Management

Knowledge Management

Data warehousing and Mining

4 - 4

8. 14E00320 Business Simulation Lab - 3 2

9. 14E00321 Human Values and Professional Ethics 2 -

Contact Periods/Week 30 3

Total 33 30

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2014-15_______________________________________________ Draft syllabus

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY ANANTAPUR

MBA III Semester Th C

4 4

(14E00301) BUSINESS ETHICS AND CORPORATE GOVERNANCE

The objective of the course is to make students aware of ethical and moral issues

concerning business both in Indian and International context and develop sensitivity of

students for right ethical practices in conduct of business, to understand the principles of

corporate governance, to know the social responsibility of the corporate.

1. Business Ethics and Corporate Ethics – Meaning, Importance, functions, Unethical

Practises and ethical dilemma, Ethical theories and Approaches Modern Decision

making - Ethical Models for Decision Making, Indian Ethos, Ethics for manager,

ethics in business competition.

2. Ethical Aspects in Organisation I:- Marketing ethics and consumer ethics- ethical

issues in advertising, criticisims in Marketing ethics, Ethics in HRM: Selection,

Training and Development – Ethics at work place – Ethics in performance appraisal.

3. Ethical Aspects in Organisation II:- Ethics in Finance: Insider trading - ethical

investment - combating Frauds. Ethical issues in Information Technology: Information

Security and Threats – Intellectual Property Rights – Cyber crime.

4. Corporate Governance: Purpose – Theories and Philosophies of Corporate

Governance

5. Corporate Governance Structures: Directors, committees ,Institutional investors –

Auditors. Corporate Social Responsibility: Stakeholders – Environment – social

Development.

References:

• Business Ethics –An Indian perspective, Fernando, Pearson Education.

• “Perspectives in Business Ethics”, Laura P Hartman, Tata McGraw Hill.

• Ethics in management and Indian Ethos, Biswanath Ghosh, Vikas

• Bob Tricker, Corporate Governance, Oxford.

• Corporate Governance and Social responsibility, Balachandran, Chandrasekharan,

PHI

• Business Ethics -Concepts and Cases, Weiss,Cengage.

• Business Ethics, Himalaya, C.S.V.Murthy.

• Ethical Management, Satish Modh, Mcmillan.

• The Theory and practice of Managerial Ethics, Jayashree sadri, Dastoor, Jaico..

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4 4 (14E00302) LEGAL ASPECTS OF BUSINESS

The objective of the course is to enable students understand the legal framework of

business.

1. Definition of Law-Need, classification and sources of Business Law, Law of Contract

-1872 (Part-I): Nature of contract and essential elements of valid contract, Offer and

Acceptance. Law of Contract – 1872 (part-II): Consideration, Capacity to contract and

free consent, Legality of object.

2. Sale of goods Act -1930: General Principles, Conditions & Warranties, Performance

of Contract of Sale-Negotiable instrument act 1881-Nature and kinds of negotiable

instruments , competence and liability of parties to a negotiable instrument,

Negotiation, presentment of negotiable instruments, Dishonor and Discharge of

negotiable instruments- Miscellaneous provisions.

3. Companies Act, 1956 (Part-I): Kinds of Companies, Formulation of Companies,

incorporation, Company Documents. Company Act, 1956 (Part-II): Company

Management, Directors, Company meetings, Resolutions, Auditors, Modes of

Winding-up of a company.

4. Income Tax Act -1961: Terminology of Income Tax Act, Importance of Residential

Status, Incidence of Tax, Heads of Income, Computation of Total Taxable Income and

Tax, Tax schedules, Tax Deducted at Source. Central Excise Act -1944: .Basic

concepts related to excisable goods, classification of goods, and Basic concept of

VAT.

5. Information Technology Act, 2000: Scope and application of IT act, 2000, Digital

signature, e-governance, penalties and adjudication, cyber regulations appellate,

tribunals, duties of subscribers.

References: � Mercantile Law, N.D.Kapoor, Sultan Chand & Sons.

� Mercantile Law, S.S. Gulshan, 3/e, Excel Books,

� Business Law, Mathur, Tata McGraw-Hill.

� Legal Aspects of Business, Ravinder Kumar, Cengage.

� A Manual of Business Laws, S.N.Maheshwari & Maheshwari, Himalaya..

� Mechantile Law, Garg, Sareen, Sharma, Chawla, Kalyani.

� Business Law, Chandra Bose, PHI .

� Income Tax and Central Tax : Law and Practice, B.B. Lal, Pearson Education.

� Law of business- MM Sulphey, Az-har Basheer, PHI Learning.

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� Legal Aspects of Business text, Jurisprudence and cases- by Daniel Albuquerque,

Oxford university press.

� Business law for management, K.R.Bulchandani-Himalaya Publishing.

� Business law, R.S.N Pillai, Bhagavathi, S.Chand

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4 4

(14E00303) ENTREPRENEURSHIP DEVELOPMENT

The objective of the course is to make students understand the nature of entrepreneurship,

and its importance to business.

1. Nature and Forms of Entrepreneurship: features - Entrepreneur’s competencies,

attitude, qualities, functions. Entrepreneurial scenario in India and Abroad. Small

Business, Importance in Indian Economy, Types of ownership, sole trading,

partnership, Important features of various types of businesses - corporate

entrepreneurship, intrapreneurship - Role of Government in the promotion of

Entrepreneur.

2. Aspects of Promotion and Financial Aspects of the Entrepreneurship: Idea

generation – opportunities - SWOT Analysis - patents and trademarks, Intellectual

Property Rights. Source of Capital, Debt capital, seed capital, venture capital -

Informal Agencies In financing entrepreneurs, Government Grants and Subsidies,

Types of Investors and Private Offerings.

3. Project Planning and Feasibility Studies: The Concept of Project, Project Life

Cycle - Project Planning, Feasibility – Project proposal & report preparation.

4. Entrepreneurial Strategy: Generation of new entry opportunity, Decisions under

Uncertainty, entry strategy, new entry exploitation, environmental instability and

First-Mover disadvantages, Risk Reduction strategies, Market scope strategy,

Imitation strategies and Managing Newness.

5. Women and Rural Entrepreneurship and EDPs: scope of entrepreneurship among

women, promotional efforts supporting women entrepreneurs in India - Successful

cases of women entrepreneurs.-Need, Rural Industrialization – Role of NGO’s –

Organising EDPs – Need, Objectives, Evaluation of Entrepreneurship Development

Programmes

References: � Entrepreneurial Development, S. Chand and Company Limited, S.S. Khanka, .

� Fundamentals of Entrepreneurship, H. Nandan, PHI.

� Entrepreneurship, 6/e, Robert D Hisrich, Michael P Peters, Dean A Shepherd,

TMH.

� The Dynamics of Entrepreneurial Development and Management, Vasanth

Desai,Himalaya.

� Entrepreneurship Management – text and cases, Bholanath Dutta, Excel Books.

� Entrepreneurship – New venture Creation, Holt, PHI.

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� Entrepreseurship- Successfully Launching New Ventures, Barringer, Ireland,

Pearson.

� Entrepreneurship,Roy, Oxford.

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4 4

(14E00304) MANAGEMENT CONTROL SYSTEMS

(Elective I)

The objective of the course is to provide students with knowledge of management control and

Financing decisions. The prerequisite for the course is Financial Accounting and Analysis

and Financial Management.

1. Management control systems: Nature, Goal Congruence, Informal Controls,

Functions of the Controller.

2. Responsibility Centers: Revenue Centers- Expenditure Centers-Profit Centers,

Transferring Prices: Objectives – Methods – Pricing Corporate Services, Break

Even Analysis: Break Even concept Break Even Chart – Break Even Point-

Margin of safety – Angle of incidence-assumptions – uses and limitations of Break

Even Analysis (Illustrations).

3. Preparation of Budget: Nature - Process of Budget – Essentials of a successful

budgetary Control System – Preparation of Various Types of Budgets

4. Standard Costing & Variance Analysis: Elements of Standard Costing System –

Advantages of Standard Costing – Variance Analysis – Direct Material Cost

Variance –Labour Cost Variance.

5. Inventory Control: Classification of Inventories – Objectives of Effective

inventory control – Inventory Control Techniques – Economic ordering Quantity

(EOQ) – Control through ABC Analysis.

References: � Management Control Systems, Anthony R.N., Govindarajan V (Tata McGraw

Hill)

� Management Control systems (Principles and practices), P Saravanavel, HPH.

� Management Control systems (A Managerial Emphasis), Pradip Kumar

Sinha,Excel Books.

� Modern Management Control Systems, Merchant : (Pearson)

� Management Control Systems : Using Adaptive Systems to attain Control

Maciaiello & Kirby : (Prentice Hall)

� Management Control and Reporting System, Mohindar N Kaura, SAGE

Publications Pvt. Ltd.,

� Management Control Systems, Maciariello & Kirby, PHI.

� Management Control Systems, Ghosh, PHI.

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4 4

(14E00305) PRODUCT AND BRAND MANAGEMENT

(Elective I)

The objective of the course is to provide students with detailed knowledge of

Classification of Products, Product Mix, Product Line, Product Strategies, Product

Positioning Strategies, Product Planning and Development for existing products, New

Product Development, Brands in New economy – Brand Hierarchy, Brand Personality,

Brand Image, Brand Identity,

1. Product Decisions :- product concepts, types of consumer products, product lines

and mixes, importance’s of New products, product characteristics, universal

product codes.

2. Understanding Brands:- Branding, benefits of Branding, brand identity, Brand

image. .

3. Managing Brands and brand equity:- Brand Extension, Brand Revitalization,

brand hierarchy, brand personality, brand loyalty, umbrella branding.

4. Measuring & Interpreting Brand Performance: Brand assessment through

research – Brand Identity, Brand positioning, Brand image,

5. Branding in different sectors: Customer sector, in Industrial sector, in Retail

sector, in service sector, global issues in branding.

References: � Product Management in India, Ramanuj Majumdar, PHI

� Product Management ,C.Nandan, , TMH.

� Compendium of Brand Management,Chunawalla. S.A, Himalaya

� Product & Brand Management,Mathur.U.C , Excel

� Brand Positioning, Subroto Sengupta, TMH.

� Marketing and Branding, S.Ramesh Kumar, Pearson.

� What’s in a Brand? , John Philip Jones, TMH

� Brand Management – Text & Cases , Harsh V Verma , Excel

� Become the Brand of Choice, Jason Hartman, Jaico.

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4 4

(14E00306) HUMAN RESOURCE PLANNING

(Elective I)

The objective of the course is to provide the students with the conceptual framework and

Human Resource Planning.

1. Introduction - Macro and Micro Level Manpower Planning – Significance –

Process – Factors Influencing.

2. Systems Approach to Human Resource Planning – Manpower Inventorying –

Methods – Manpower Forecasting – Models and Techniques.

3. Recruitment – Sources – Evaluation and Selection – Procedures – Techniques –

Factors Influencing Recruitment and Selection , Placement – Induction – Training

– Strategies for Orienting New Employees – Career Planning

4. Manpower Utilization – Indices and Techniques - Factors Affecting

Performance, Employee retention – Human resource recruitment – Transfer –

Promotion – Job redesign techniques – Job rotation – Job enrichment – Job

enlargement.

5. Staffing Policy - Downsizing – Retrenchment, Retirement, Redeployment, and

Exit Strategy, Human Resource Information System -Human Resource Accounting

– Human Resource Auditing – Human Resource Audit Report for Business

Improvement.

References: � Human Resource Planning, DK Bhattaacharya,Excel.

� Human Resource System,Udaiprakesh and T.V. Rao,Oxford.

� Manpower Planning and Development of Human Resources, Thomes H. Patters:

John Wiley.

� Organisation and Manpower Planning, Garden, Me Beath, Business Books

� Human Resource Planning Srivarsava MP,Institute of Royal Resource

� Stratrgic Human Resource Management,Monical Belcont-Kenneth J.Mcbey,

Cengage.

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4 4

(14E00307) E-BUSINESS

(Elective I)

The objective of the course is to provide students with a good knowledge of e-

commerce and e-business principles and practices.

1. e-Markets: e-Markets vs Traditional Market, e-business elements, e-Markets

Success factors, e-Market Technology Solutions. e-Procurements: The purchasing

process, Developments in IT purchasing, e-procurement-Models.

2. Security and Reliability for e-business: Reliability and Quality considerations

and Quality requirements, Risk Management, Trust, e-business security.

3. Approaches to Middleware: Understanding Middleware, Remote Procedure calls

(RPC),Remote Method Invocation (RMI), Message – Oriented Middleware

(MOM), Data-access middleware, Remote function calling(RFC) Understanding

legacy system.

4. Enterprise application and e-business Integration: overview of Enterprise

application and e-business Integration, Integration Challenges.

5. e-business Solutions and Protocols: Web services-service-Oriented architecture,

Required business standards and protocols. Review of applicable IT Laws.

References: � e-business Roadmap for success, Ravi kalakota & Maina Robinson, Pearson.

� e-Commerce, the Cutting Edge of Business, Kamalesh K Bajaj & Debjani Nag,

TMH.

� E-Commerce,Parg Diwan,Excel.

� Creating a winning e-business, Napier, 2/e Thomson.

� e-Business, Michael P.Papazoglou & Pieter M.A. Ribbers, 1/e, WILEY

� e-Commerce and e-Business,Chaffey,Pearson.

� Creating a winning e-Business, Napier, Cengage Learning.

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4 4

(14E00308) FINANCIAL INSTITUTIONS, MARKETS AND SERVICES

(Elective II)

The objective of the course is to provide to students an understanding of Financial

Markets, the major institutions involved and the services offered within this framework.

1. Introduction to Financial system : Elements of financial system and economic

development, Regulatory and Promotional Institutions - Function and Role of RBI,

Monetary Policy and techniques of RBI,

2. The Banking and Non-banking Institutions: The public and the private sectors

– structure and comparative performance, Bank capital and Banking Innovations,

Commercial and Co-operative banks. The Non-banking financial Institutions -

Mutual Funds, Growth of Indian Mutual funds and its Regulation. The Role of

AMFI, Insurance Companies- Role of IRDA.

3. Financial and securities Markets: Primary and Secondary Markets, Structure

and functions of Money Market, -Call call money market ,Government Securities

Market – T-bills market, Commercial Bills market, Commercial paper and

certificate of deposits. Securities markets:- Organization and structure, listing

trading and settlement of securities market, , The role and functions of SEBI

4. Fund based services - lease and hire purchase consumer credit and Factoring -

Definition, Functions, Advantages, Evaluation, venture capital financing,Housing

Finance.

5. Fee-based services - Stock broking, credit rating Merchant Banking ,portfolio

services. Underwriting, Depository services, Challenges faced by investment

bankers.

References: Management of Financial Services ,C.Rama Gopal ,Vikas.

• Financial Services and markets, Dr.Punithavathy Pandian, Vikas

• Financial Markets and services, Appannaiah, Reddy and Sharma, HPH

• Indian Financial System, Ramachandra and others, HPH

• Financial Institutions and Markets, L. M. Bhole, 4/e Tata McGraw Hill.

• Financial services, Gorden & Natarajan, Himalaya publishers.

• Investment Institutions and Markets, Jeff Madura, Cengage, 1st Edition.

• Financial services, Thirpati, PHI.

• Financial Markets & Services, Vasanth desai, Himalaya.

• Financial Institutions and Markets, Gupta Agarwal, Kalyani publishers.

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4 4

(14E00309) CUSTOMER RELATIONSHIP MANAGEMENT

(Elective II)

The objective of the course is to provide students with a good knowledge of Customer

Relationship Management, Technological and Operational Issues in implementing CRM.

1. Conceptual Foundations – Evolution of CRM – Building Customer Relationship

– Economics of CRM – The Relationship selling concept. Customer Service

Customer Satisfaction and Loyalty.

2. Customer acquisition and Technological Tools for CRM:- Retention and

Development – Complaint Management – Sales Force Automation. –

Components of CRM Solutions – Product offerings in the CRM Market Space –

Comparison of Siebel, Oracle, My SAP, People soft – e CRM.

3. Managing and Technological and Operational Issues in implementing CRM –

Planning CRM Program-- Benefits and barriers to CRM.

4. Customer Relationship Quality Management – Designing an Effective

Relationship Management System.

5. CRM Road blocks: Privacy and Ethics – Future of CRM.

References: � Customer Relationship Management,Jagadish Seth, TMH.

� Customer Relationship Management, chaturvedi Mukesh,Excel.

� Customer Relationship Management, Peelan, Pearson.

� Customer Relationship Management, Roger J. Baran : Cengage.

� Customer Relationship Management A Strategic Perspective, G. Shainesh &

Jagadish N Sheth,Macmillan

� Customer Relationship Management Essentials John W Gosney and Thomas P

Boehm,PHI.

� Customer Relationship Management,Das Subhasish, Excel.

� Customer Relationship Management a Step by step approach, H.Peeru Mohamad,

A.Sagadevan. Vikas .

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4 4

(14E00310) TRAINING AND DEVELOPMENT

(Elective II)

The objective of the course is to provide an overview of Training and

Development in the organization. The prerequisite for the course is knowledge of

HRM.

1. Training concepts: Introduction - Concept - Training Process- Significance-

Models of Training- Systematic Model- Transitional Model- Systems approach to

training.

2. Training function:HR and the Training function - Training and corporate strategy

- Organization and Management of Training Function

3. T&D Organizations and policies : Training Centers in organisations- Role of

external agency in T&D- Training as consultancy. - Evolving Training Policy-

Training budget and schedules/calendar, Training needs assessment: Training

Needs Assessment - Definition and purposes - Components of Needs assessment-

Advantages- Competency modeling - Organization Analysis - Team Work for

Conducting Training Needs Analysis- selection of Trainees.

4. Design of training programme :Course content design – Trainer skill

development - Facilities design- Trainee design -Resistance in Training-

Motivation of Trainee: Goal setting- Pre-training communication –Use of ice

breakers to stimulate interest.

5. Training methods :Indoor training methods: On-the-job Training - Off –the –job

methods- Behavior Modeling- Audio Visual Enhancements to Training- Outdoor

training methods, E-learning and Evaluation of T & D programme :E-learning

methods- Computer-Based Training-programmed Instruction- Intelligent Tutoring

Systems- Interactive Multimedia- Virtual Reality Monitoring and evaluation of

training programme- Conceptual model of training - Effectiveness -Evaluation

criteria-Kirkpatrck model.

References: � Employee Training and Development, Raymond A.Noe, TMH .

� Effective Human Resource Training and development Strategy, B.Rathan Reddy,

Himalaya.

� Donald L. Kirkpatrck and James D.Kirckpatrck, Evaluating Training programs,

Tata McGraw Hill.

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� Rolf P.Lynton and Udai Pareek, Training for development, Sage publications.

� Human Resource Development, Halder,Oxford.

� Human Resource Development, R.Krishnaveni,Excel.

� Effective Training, Bcanchand, Thacker, Pearson.

� Training- Theory and Practice, Aparna Raj, Kalyani

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4 4

(14E00311) SUPPLY CHAIN MANAGEMENT

(Elective II)

The Objective of this course is to gain the knowledge of possibilities of efficient

optimization and management of operation in integrated supply chains and also the ability

to apply them in the enterprise reality. The course will also strengthen the holistic view on

supply chain operations, management and strategy and some current research areas in

supply chain management. Consequently the course provides advanced knowledge about

logistics and their supporting systems from a supply chain perspective.

1. Role of Distribution in Value discovery: Designing a distribution logistics

system – Outsourcing of distribution logistics – Distinction between distribution

logistics and supply chain management. Introduction - Supply Chain –

Fundamentals –Evolution- Role in Economy -Importance - Decision Phases -

Supplier- Manufacturer-Customer chain. - Enablers/Drivers of Supply Chain

Performance. Supply chain strategy - Supply Chain Performance Measures.

2. Strategic Sourcing - Outsourcing – Make Vs buy - Identifying core processes -

Market Vs Hierarchy - Make Vs buy continuum -Sourcing strategy - Supplier

Selection and Contract Negotiation. Creating a world class supply base- Supplier

Development - World Wide Sourcing.

3. Supply Chain Network - Distribution Network Design – Role – Factors

Influencing Options, Value Addition – Distribution Strategies - Models for

Facility Location and Capacity allocation. Distribution Center Location Models.

Supply Chain Network optimization models. Impact of uncertainty on Network

Design – Network Design decisions using Decision trees.

4. Planning Demand, Inventory And Supply - Managing supply chain cycle

inventory. Uncertainty in the supply chain –- Analysing impact of supply chain

redesign on the inventory - Risk Pooling - Managing inventory for short life –

cycle products - ultiple item -multiple location inventory management. Pricing and

Revenue Management

5. Current Trends - Supply Chain Integration - Building partnership and trust in SC

Value of Information: Bullwhip Effect - Effective forecasting - Coordinating the

supply chain. . SC Restructuring - SC Mapping -SC process restructuring,

Postpone the point of differentiation – IT in Supply Chain - Agile Supply Chains -

Reverse Supply chain.Agro Supply Chains.

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References: � Supply chain Logistics Management, Bowersox, Closs, Cooper, 2/e,TMH.

� Supply Chain Management ,Janat Shah,Pearson

� Supply chain management concepts and cases, Rhaul V. Altekar, PHI.

� Text Book of Logistics and Supply Chain Management, Agrawal, Macmillan.

� Principles of Supply Chain Management – A balanced approach, Wisner, Leong,

Tan, Cengage.

� Exploring Supply Chain – theory and practice, Upendra Kachru, excel.

� Supply Chain Management,R.P. Mohanty and S.G. Deshmukh, Jaico .

� Logistics and Supply Chain Management, K.Shridhara Bhat, , Himalaya.

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4 4

(14E00312) INVESTMENT AND PORTFOLIO MANAGEMENT

(Elective III)

The objective of the course is to provide students an understanding of working of capital

markets and management of portfolios of stocks. The pre-requisite for the course is

Financial Accounting and Analysis and Financial Management.

* Standard discounting and statistical tables to be allowed in the examinations.

1. Investment: Objectives, Process of Investment, Investment and speculation.

2. Fundamental Analysis & Technical Analysis: Economy, Industry - Company

analysis, Technical Analysis: Fundamental Analysis Vs Technical Analysis - Dow

Theory, Relative Strength Index (RSI), Moving Average.

3. Measurement of Risk and Return: Revenue Return and Capital appreciation,

holding period –Calculation of expected return, Risk factors, risk classification –

systematic risk – unsystematic risk – standard deviation – variance – correlation

coefficient – Beta – calculating expected return and risk.

4. Measurement of RiskValuation of Securities: approaches of valuation – Bond

valuation – Preference share Valuation – Common stock Valuation.

5. Portfolio Management: Process of Portfolio Management, Diversification –

Modern Portfolio – Portfolio models – Markowitz model – Sharpe single index

model, Capital Asset Pricing Models.

References:

• Investment Management,V.K.Balla, S.Chand Company Ltd.

• Investment Analysis and portfolio management, Chandra, Tata McGraw Hill .

• Security Analysis and Portfolio Management ,Punithavathy Pandian, Vikas

• Secuerity Analysis Portfolio Management, Ranganatham & Madhumathi, Pearson

Education.

• Security Analysis and Portfolio Management, Sudhindra Bhat, excel.

• Security analysis and portfolio management, Avadani, Himalaya publishers.

• Investment analysis portfolio management, Frank Reilly & Brown, Cengage.

• Investment Management, Preethi Singh, Himalaya Publishing House, Mumbai..

• Investment, Bodie, McGraw Hill Book Company.

• Investment Management ,Hiriyappa ,New Age Publications

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4 4

(14E00313) SALES AND DISTRIBUTION MANAGEMENT

(Elective III)

The objective of this course is to provide students an opportunity of learning the

basics and concepts of Sales Management and Distribution Management.

1. Introduction: Evolution of Sales Management- Nature and importance of Sales

Management- Roles, Types and Skills of Sales Managers- Sales Objectives

2. Management of Sales : Concepts of Sales Organisation- Types of Sales

organization structures- Specialization within sales organization- Sizing and

Staffing the Sales force.

3. Distribution Management: Definition- Need for Distribution Management- Need

for Distribution Channels – Value addition of Distribution Management-

Marketing Channels- Channel Formats- Relationship of flows to service levels –

Channel levels – Service Channels

4. Designing Channel Systems: Channel Design factor – Channel planning process

– Ideal Channel structure – Training, Motivating & Evaluating Channel members-

Channel Design Comparison – Implementation

5. Managing the International Channels of Distribution: Introduction-

Differences in customer-expectations across countries-international orientation of

companies –model of entry decision – implications of entry modes.

References: � Sales Management John F Tanner Jr, Earl D Honeycutt Jr & Robert C Erffmeyer:

Pearson Education.

� Sales and Distribution Management, Krishna K Havaldar & Vasant M Cavale TMH.

� Advertising, Sales and promotion Management, ChunawalaHimalaya.

� Sales and Distribution Management, Tapan K.Panda, Sunil Sahadev,Oxford.

� Sales and distribution Management, S L Gupta,Excel.

� Strategic Marketing and Channel Management,Donald J. Bowersox & M. Bixby

Cooper,TMH.

� Selling and Sales management, Jobber,7/e Pearson Education.

� Successful Sales Promotion, Pran Choudhury, Ricky Elliott & Alan Toop, Orient

Longman Limited.

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4 4

(14E00314) PERFORMANCE MANAGEMENT

(Elective III)

The objective of the course is to provide an outline of performance management of

individuals in the organization. The prerequisite for the course is knowledge of HRM.

1. Introduction to Performance management : Concept -Performance

management vs performance appraisal--Performance management vs Human

resource management- Purposes- Significance : 2. Mentoring and monitoring : Concept of mentoring - Benefits of mentoring -

Characteristics of mentor- Mentoring process-Group mentoring -Benefits -Types of Group

Mentoring – Pitfalls Monitoring performance - Performance reviews: Objectives,

Frequency of Review, Conducting review meetings, Problems in conducting meetings-

Guidelines for conducting meetings.

3. Coaching and counseling : Coaching for performance improvement -. Concept -

Tips for effective coaching Counselling -Functions of counselling- Steps in

counseling process 4. Annual Stock taking: Stock taking of performance -Uses –Appraisal system design :

Process and approches - Appraisal methods - MBO and Assessment centre -360 degree

appraisal - Balanced score card. Stock taking of potential- Appraisal for reward -

Appraisal for recognition

5. Learning organisation : Concept of learning organisation- Learning approaches-

Learning sources - Importance of learning-. Characteristics of learning organisation-

Reward and compensation Management -Concept and types of compensation-

Objectives - Competitive compensation design - Fringe benefits- Objectives -Factors

influencing fringe benefits - Types of fringe benefits

References

� Performance Management, Bagchi, Cengage Learnings.

� Performance Appraisal and Management, Sharma, Davinder, HPH

� Performance Management, Herman,Aguinis, Pearson Education.

� Performance Appraisal and compensation Management, Goel, PHI Learnings.

� Performance Management and Appraisal Systems, T.V.Rao, Response.

� Performance management, Kandula, PHI.

� 360 Degree Feedback and Assessment and Development Centres, T.V.Rao, Excel.

� Performance Management, Michael Armstrong, Kogan Page.

� Performance Management, A.S.Kohli, T.Deb,Oxford.

� Performance Management, Dinesh k.Srivatsava, Excel.

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4 4

(14E00315) ENTERPRISE RESOURCE PLANNING

(Elective III)

The objective of the course is to provide the basic concepts of Enterprise Resource

Planning, ERP Implementation and Maintenance.

1. Induction to ERP: Overview of ERP,MRPI,MRPII and Evolution of ERP,

Business Modeling, ERP related technologies, Business PROCESS Re-

engineering (BPR) – BPR Process, Myths regarding BPR, ERP Architecture.

2. Business Intelligence Systems-Data Mining, Data Warehousing, On-line

Analytical Processing (OLAP), On-line Transaction Processing (OLTP)

3. ERP Modules : Finance Controlling, Accounting System, Manufacturing and

Production Systems. Sales and Distribution Systems, Human Resource Systems.

Plant Maintenance System, Material Management System, Quality Management

System,.

4. ERP Implementation: ERP Implementation life cycle, ERP package selection,

ERP Implementation process, ERP project teams, ERP operation and Maintenance

5. ERP Products: SAP, Oracle, Microsoft Dynamic, People Soft, Baan and their

impact on enterprise applications.

References:

� Enterprise Resource Planning, Alexis Leon, TMH.

� Enterprise Resource Systems,Motiwala,Pearson.

� ERP in practice, Jagan Nathan Vaman, Tata Mc.GrawHill.

� Enterprise Resource Planning and MIS,Venugopal Rao, Excel.

� ERP concepts & Practice,Vinod Kumar Kard arid NK Venkata Kristean, PHI.

� Concepts in ERP ,Monk,2/e Thomson.

� Enterprise Resource Planning,Mahadeo Jaiswal & Ganesh Vanapalli,Macmillan.

� Managerial Issues of ERP, David L.Olson , TMH.

� Enterprise Resource Planning, Singla, Cengage Learnings.

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4 4

(14E00316) RISK MANAGEMENT AND INSURANCE

(Elective IV)

The Objective of this course is to give students a deeper insight into the concepts

and strategies of Risk Management and Insurance.

1. Introduction to Risk: Types of Risks facing Business and Individuals, Risk

Management Process, Risk Management Methods, Risk Management Techniques.

Insurance as a Risk Management: Techniques Principles of Insurance

2. Requirements of an Insurance Contract: Distinguishes Characteristics of

Insurance Contracts, Role of Agents and Brokers. Risk Aversion and Risk

Management: by Individuals & Corporations, Loss Control, Types of Loss

Control, Optional Loss Control when Costs end Benefits are known.

3. Indian Insurance Industry: Life Insurance, General Insurance – Growth,

Development Role of Insurance in the economy, Regulation of Indian Insurance

Business.

4. Risk Management and Shareholders Wealth: Risk Retention / Reduction

Decision, Alternative risk Management, Analysis of insurance coverage: legal

aspects of insurance contracts – insurance contract analysis – property and liability

coverage.

5. Benefit Programs: Health care financing and health insurance – employee benefit

plans– designing issues in employee benefit plan.

References:

� Principles of risk Management & Insurance, George E. Rejda: 9th Edition, Pearson

Education.

� Risk Management, (Edited), Prof.K. Ramakrishna Reddy and Prof.P. Murali

Krishna, Discovery Publishing house.

� Principles of Insurance Management, Gulati: Excel.

� Risk Management & Insurance, Scott E. Harringam Gregory R. Nichaus: TMH.

� Insurance and Risk Management P.K.Gupta:, Himalaya.

� Risk management and insurance, Trieschmann, Cengage.

� Risk Management Insurance and Derivatives, G. Koteshwar: Himalaya.

� Introduction to Risk Management and Insurance, Dorfman: 8/e, Pearson.

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4 4

(14E00317) ADVERTISING AND SALES PROMOTION MANAGEMENT

(Elective IV)

The objective of the course is to provide students with detailed knowledge of some of the

marketing mixes such as Distribution and Promotion.

1. Advertising: Changing concept, role of advertising in a developing economy, a

critical appraisal, types of advertisement consumer, industrial, institutional, retail,

trade and professional, advertisement in marketing mix, Advertising department

and advertisement manager .

2. Organising for Advertising: objectives and functions - Role of advertisement

agencies functioning of advertisement agencies. Advertising agency skills and

service, client agency relationship. Visual layout, art work, production traffic copy,

effective use of words, devices to get greater readership interrelation.

3. Advertisement budgets and effectiveness: Types, determining optimal

expenditure, decision models, sales response and decay, communication, state,

competitive share, Pre-testing, post testing, experimental designs.

4. Sales Promotion: Importance and scope; Need and objectives of sales promotion;

Consumer promotion; channel promotion; Timing of sales promotion;

Measurement of impact of sales promotion; sales promotion budgeting.

5. Publicity and public relations: Relevance, scope and importance. Methods of

publicity. different types of publics and their role in marketing; Managing publics;

Methods of publicity; Publicity materials; Public relations officer- role and

functions; Personal selling strategy- importance and role; Scope of personal selling

References: � Integrated Advertising, Promotion and Marketing Communications, Clow, Baack,

Pearson.

� Integrated Advertising, Promotion and Marketing Communications,Kruti shah, Alon

D’Souza, TMH.

� Advertising and Promotion- An Integrated Marketing Communication approach,

Shimp, Cengage.

� Advertising & Sales Promotion ,SHH Kazmi, Satish Batra, Excel.

� Advertising Management with integrated Brand Promotion, O’Guinn, Allen, Semenik,

Cengage.

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� Advertising Management, Jethwaney, Jain, Oxford.

� Contemporary Advertising, Arens, TMH.

� Advertising, Sales and Promotion Management, S.A.Chunawalla, Himalaya.

� Sengupta, Subroto: Brand Positioning, Strategies for Competitive Advantages, Tata

McGraw Hill

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2014-15_______________________________________________ Draft syllabus



4 4

(14E00318) KNOWLEDGE MANAGEMENT

(Elective IV)

The objective of the course is to provide the basics of the emerging area of Knowledge

Management to students. This course through light on few important concepts as

Knowledge management and Information Technology, Knowledge process, etc.

1. The Knowledge Economy: Definition, scope and significance of Knowledge

Management, Techniques of Knowledge Management Difficulties in Knowledge

Management, Principles of Knowledge Management, Leveraging Knowledge,

Data-Information-knowledge-Wisdom relationship, Organizational knowledge,

characteristics and components of organizational knowledge –Building knowledge

societies- Measures for meeting the challenges of implementing KM programmes.

2. Essentials of Knowledge Management: Basic types of Knowledge,

Organisational Knowledge Management-Organisational knowledge types-

Organisational knowledge capital- Organisational knowledge classification -

Knowledge Life cycle- Organisational knowledge sources- process, Knowledge

Conversion - Organisational knowledge progression - Organisational knowledge

management – Technology Enablers - Ogranisational Human Capital –

Organisational, Meta Knowledge

3. Implementation of Knowledge Management: Discussion on Roadblocks to

success,10-step KM Road Map of Amrit Tiwana, Business Intelligence and

Internet platforms, web Portals, Information Architecture: A three-way Balancing

Act, KM, the Indian experience, Net Banking in India, The Mystique of a Learning

Organisation.

4. Knowledge Management and Information Technology: Role Information

Technology in Knowledge Management Systems, Knowledge Management tools,

Creative effective Knowledge Management Systems through Information

Technology, E-commerce and Knowledge Management, Total Quality

management and knowledge management, Bench marking and Knowledge

Management

5. Future of Knowledge Management and Industry perspective: Companies on

the road to knowledge management, Knowledge Management in Manufacturing

and service industry, challenges and future of Knowledge Management.

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References

� Web Warehousing & Knowledge Management,Mattison: Tata McGraw-Hill.

� Knowledge management: An Evolutionary view, Becerra Fernandez: PHI.

� Knowledge Management,Fernando: Pearson.

� Knowledge Management, B.Rathan Reddy: Himalaya.

� Knowledge Management, Tapan K Panda: Excel.

� Knowledge Management systems, Barnes: Cengage.

� The Knowledge Management tool kit, Tiwana: 2/e, Pearson Education.

� Knowledge Management,Warier: Vikas Publishing House.

� Knowledge Management,Sislop: Oxford University Press,.

� Knowledge Management, Debowski: Wiley Student Edition, Wiley Ind

� Knowledge management, A Thothathri Raman, Excel books

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2014-15_______________________________________________ Draft syllabus



4 4

(14E00319) DATA WAREHOUSING AND DATA MINING

(Elective IV)

The objective of the course is to give an understanding Data Warehousing and Data

Management concepts.

1. Managing Data: Individual Data Management, Organisational Data Warehousing

and Data Management, Components of Organisational Memory, Evaluation of

Database Technology.

2. Database Systems in the Organisation : Data Sharing and Data Bases – Sharing

Data Between Functional Units, Sharing Data Between Different Levels of Users,

Sharing Data Between Different Locations Data Warehousing .

3. The Data Warehouse Data Base: Context of Data Warehouse Data Base, Data

Base Structures – Organizing Relational Data warehouse – Multi-Dimensional Data

Structures – Choosing a Structure. Meta Data: Human Meta Data, Computer Based

Meta Data for people to use, Computer based Meta Data for the Computer to use.

4. Analyzing the Contexts of the Data warehouse: Active Analysis, User Queries –

OLAP Constructing a Data warehouse System: Stages of the Project – Developing a

Project Plan, Data warehousing Design Approaches – The Architecture Stage.

5. Getting Data into the Data warehouse – Extraction, Transformation, Cleaning,

Loading and Summarization. Data Mining, Creating a Decision Tree, Correlation and

Other Statistical Analysis, Neural Networks, Nearest Neighbor Approaches, Putting

the Results to Use.

References: � Decision Support Systems and Data warehouse Systems, Efram G. Mallach:

TMH.

� Modern Data Warehousing, Mining and Visualization Core Concepts,

Marakas, Pearson.

� Data warehousing, Data Mining OLAP, Berson Smith, TMH.

� Data Mining Techniques and Tasks, T.H.M.Sivanandam, Thomson.

� Data Management, Data Bases and Organizations, Richard T Watson : Wiley.

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MBA III Semester L C

3 2

(14E00320) BUSINESS SIMULATION LAB

Course aim: The course aims is to understand statistical tools learnt in MS-Excel and

SPSS

.Learning Outcome: The learning outcome is that the students should be able to: Analyse

the data to draw inference for decision making. Understand application of statistical

measures of central tendency. Understand application of ANOVA. Analyse trends. Test

hypotheses.

1. EXCEL Lessons:- Customizing the Quick Access Toolbar.- Creating and Using

Templates.-Working with Data: Entering, Editing, Copy, Cut, Paste, Paste Special.-

Formatting Data and Using the Right Mouse Click.- Saving, Page Setup, and Printing.-

Using Headers and Footers.- Manipulating Data, using Data Names and Ranges, Filters

and Sort and Validation Lists.- Data from External Sources.- Using and Formatting

Tables.- Basic Formulas and Use of Functions.-Data Analysis Using Charts and Graphs.-

Managing, Inserting, and Copying Worksheets.- Securing the Excel Document (Protect

Cells and Workbook).

2. Advanced excel lessons- Advanced Formulas and Functions.- Advanced Worksheet

Features.- Advanced Data Analysis using PivotTables and Pivot Charts.

3. Overview of SPSS, Uses, Data Analysis. Making students/Learn Familiar with Main

menu and other features of SPSS Package

4. Simulation of frequency distributions:- Binomial, poisson, exponential, weibull and

Normal Distributions

5. Statistical tools for execution using excel:- Tabulation, bar diagram, Multiple Bar

diagram, Pie diagram, Measure of central tendency-mean, median, mode, Measure of

dispersion: variance, standard deviation, Coefficient of-variation. Correlation, regression

lines.

IV t- test, F-test, ANOVA one way classification, chi square test, independence of

attributes.

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Text Book

Glyn Davis & Branko Pecar “Business Statistics Using Excel” Oxford University Press.

References

• David Whigham “Business Data Analysis Using Excel’’ Oxford University Press.

• Winstion “Excel 2010 Data Analysis and Business Modelling” PHI Learning

Private Limited.

• Bajpai “Business Statistics” Pearson.

• D P Apte : Statistical Tools for Managers USING MS EXCEL, Excel Books.

• David M Levine, David. F. Stephan & Kathryn A. Szabat, Statistics for Managers

– Using MS

• Bruce Bowerman, Business Statistics in Practice, TMH.

• Shelly, MS Office, 2007, Cengage.

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MBA III Semester Th

2

(14E00321) HUMAN VALUES AND PROFESSIONAL ETHICS

1. Variety of Moral Issues:- Understanding the Harmony in the Society (society

being an extension of family), Integrity, Work Ethic, Courage, Empathy, Self

Confidence, Moral Autonomy, Concensensus and Controversy, Professional and

Professionalism, Professional Ideas and Virtues.

2. Principals of Ethics and Morality:- Ethics as a Subset of Morality, Ethics and

Organizations, Employee Duties and Rights, Discriminatory and Pre-judicial

Employee Practices, Understanding Harmony in Nature, Natural Acceptance of

Human Values.

3. Risk Benefit Analysis:- Reducing Risk, The Government Regulators Approach to

Risk, Handling Ethical Dilemmas at Work, Market Strategy and Ethics, Ethical

Practice in Market Place, Ethics in Finance, Ethics in Business and Environment.

4. Collegiality an Loyalty:- Respect of Authority, Collective Bargaining,

Confidentiality, Professional Rights, Intellectual Property Rights, Multinational

Corporations, Honesty, Moral Leadership, Sample Code of Conduct, Corporate

Responsibility. Social Audit and Ethical Investing, Computer and Ethics,

Management Patterns,

5. Competence and Professional Ethics- i) Ability to Utilize the Professional

Competence for Augmenting Universal Human Order, ii) Ability to identify the

scope and Characteristics of people-friendly and eco-friendly production, iii)

Ability to identify and develop appropriate technologies, and Management and

pattern for above production system. Strategy for Transitition from the Present

State to Universal Human Order-i) At the Level of Individual- as Socially and

Ecologically Responsible Technologists and Managers, ii) At the Level of Society-

as Mutually Enriching Institutions and Organizations. Case studies of typical

holistic technologies and management patterns.

References

• Ethics in Engineering , Mike Martin and Roland Schinzinger, McGrawHill.

• Engineering ethics-concepts and cases, Charles E Harris, Michael S Pritchard,

Thompson Learning.

• Ethics and the conduct of business ,John R Boatright, Pearson education.

• Ethical Choices in Business, R.C.Sekhar, Response Books.

• Business ethics, William Shaw , wordsworth Publishing company.

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• Business Ethics-Concepts and cases, Manual G. Valasquea, Pearson Education.

• Ethics of international Business, Thomas Donaldson, Oxford university Press.

• Business Ethics, Richard T. De George, Mc Millan Publishing.

• Business Ethics, John E.Richardson, Annal Edition.

• Business Ethics, Milton Suoeyenlas, Robert Almeder and James Humber,

Promethens Books.

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